MISSION SUPPORT: Public Relations and Social Media
During the national fatigue caused by the COVID-19 pandemic, the team at Rocket Launch worked with Dole Food Company to create a campaign that recruited and recognized everyday healthy heroes in all walks of life. The resulting Dole Healthy Heroes, Assemble! was a nine-month empowered-living initiative inspired by the Marvel Cinematic Universe that encouraged everyday heroes to continue their leadership and passion projects in their homes, families, communities and the world.
The 2022 program targeted local heroes in four categories – mind, soul, heart and home – and featured new, Marvel character-inspired recipes; commemorative Marvel stickers and tags on tens of millions of DOLE® Bananas and Pineapples in supermarkets across North America; blogger and influencer partnerships; free dual-branded digital downloads; and social media and in-store activations.
A total of 20 produce-rich entrées, side dishes, salads, desserts and smoothies were created by Dole’s nutrition and health communications manager and released in phases throughout the program. Highlights ranged from Spidey Sense Veggie Pizzas, celebrating Spider-Man/Ghost Spider, to Avocado-Berry Gamora Salad and the dessert-worthy Banana Bucky Buckeyes honoring Winter Soldier.
The program’s centerpiece was Dole’s Celebrate Super Heroes Social Media Contest which asked everyday champions to nominate themselves or a hero in their lives to win cash scholarships simply by doing the positive things they already do. Through these nominations, the produce leader hoped to spotlight and reward the millions of Americans displaying everyday acts of heroism, selflessness or a simple regard for others.
During the “Healthy Heroes of the Mind” period, 18 first graders in northern Alabama were honored for their quick-thinking that helped save the life of their teacher suffering from COVID-19 complications. Dole organized an April 20 in-class healthy hero recognition event and fun nutrition lesson timed to National Banana Day that was widely covered by the local and national media including MSN, Yahoo Entertainment and countless TV affiliates in and beyond Alabama.
All the elements came together to make Dole Healthy Heroes, Assemble! a giant success. The program generated close to 1 billion impressions across print, online, broadcast and influencer media; strong incremental web, retailer and social media engagement; and high praise from parents and heads of households across the country looking to make eating fresh fruits and vegetables more fun – and heroic! – for their families.
Ultimately, “Dole Healthy Heroes, Assemble!” campaign won “Best Marketing Campaign” at the 2023 World Food Innovation Awards, one of the most prestigious global food marketing competitions.